At the end of last month, the first passenger car produced by GAC Hino Motor Co., Ltd. went offline in Shenyang. Li Shao, the company’s executive deputy general manager, previously said: “We have made major adjustments to new products based on the needs of the Chinese bus market.†At the same time, Xi'an Volvo Buses Co., Ltd. launched a 12-meter passenger car independently developed for the domestic market. Xiwo 900, and sent an invitation to join the national professional dealers. In the context of changes in the world auto industry and the Chinese auto industry, or through their own efforts or the use of external forces, the joint venture bus companies that have been quiet for a long time are returning to their sights. This time, their initiative to change can be successful? Joint venture bus company's "pain" In the 1990s, world-famous passenger car companies entered the Chinese market in a joint venture or technical cooperation. In 1993, Sino-Korea joint venture Guilin Daewoo Bus Co., Ltd. was established; in 1994, Xi'an Aircraft Industry Co., Ltd. and Sweden Volvo jointly formed Xiwo Company; in 2000, Shen Fei Group and Japanese Hino Co., Ltd. jointly invested in the production of Hino Bus in Shenyang. However, after a short-lived boom, most of the joint-venture bus companies had a mediocre market performance. Many companies suffered losses year-on-year, and some even slammed. In 2007, Yangzhou Yaxing Group ended its bitter "foreign-related marriage." Yaxing Mercedes-Benz Bus Co., Ltd. was established in 1997 and its performance has been unsatisfactory, leading to the decline of Yangzhou Yaxing, which has ranked at the top of the bus industry for many years. The main economic indicators of Yangzhou Yaxing have ranked first in the same industry in China for 4 consecutive years. After the joint venture, the market share has declined year by year. In 2006, Yaxing bus sales fell out of the top ten in the industry. In March 2001, the first Guangzhou Isuzu Gala bus rolled off the assembly line. At the time, a senior official of the company stated that Guangzhou Isuzu Bus had technical and quality advantages, and both China and Japan are very confident about its market prospects. However, a large number of imported GALAs eventually lost their prices. The splendor of the joint venture bus companies was short-lived. The self-owned brand passenger car companies represented by Yutong and Jinlong have grown rapidly. Is it the curse of the former? An expert who has paid close attention to the development of the passenger car industry told the reporter: “Joint venture bus companies often use imported originals in large quantities, and foreign parties are reluctant to carry out technical cooperation with China. The domestic independent brand bus companies’ technological progress is rapid, and the production costs are relatively low. The situation of joint venture bus companies has become increasingly difficult." After the failure of the Guangzhou Isuzu project, experts analyzed that inflexible sales policies, small production and sales volume, and high management costs are the main reasons for the company’s annual losses. Lay down and actively adapt to the Chinese market The painful lesson of failure tells joint venture bus companies that if they want to share a share in the rapidly developing Chinese bus market, they must put aside their shelves and take the initiative to adapt to the Chinese market. In 2006, in response to the inadequacy of Volvo's prototypes, Seyvod launched the domestic brand passenger car Xiwo 880 and Xiwo 990 on the basis of customer suggestions. In May of this year, they also introduced the Xiwo 900 passenger car, equipped with the Xichai CA6DL1-32E3 inline six-cylinder four-stroke supercharged and intercooled diesel engine. "Compared to the two cars in 2006, the Sivo 900 is closer to the needs of the Chinese market." Xi Wow Marketing Manager told reporters: "As a result of the financial crisis, domestic passenger transport companies have significantly reduced the demand for buses with more than 1.5 million yuan. In order to expand its market share in the midrange, Xiwo must independently research and develop domestically-configured engines to optimize its chassis structure.Compared to 2006, Xiwo will undergo a more thorough transition this year. It plans to launch the Xiwo 900 high-end model in the second half of the year to further tap the market. potential." Li Shao told reporters: "Shenfei Hino mainly produces passenger cars of 8 to 12 meters, and its sales have been unsatisfactory. It was discontinued in 2005. This time, we not only changed the appearance of the models, but also strictly controlled the production costs." Before the introduction of the product, the Guangzhou Automobile Co., Ltd. and Hino did a lot of research before starting production. They found that regardless of the high quality, buses that are too expensive are difficult to obtain in the country. Therefore, they will first conduct product positioning and control costs. A bus industry expert told the reporter: “In the past, foreigners wanted to use technology to control joint ventures and gain control of the right to speak. Now, the performance gap between autonomous brands and joint ventures is getting smaller and smaller, and joint ventures must adapt to changes in market demand.†Can we still make a low-cost car market inspection Wang Jian, a professor at the Chongqing Jiaotong University School of Transportation, believes that although joint venture bus companies have already made some changes, they must make further efforts in two areas in order to enhance their market competitiveness. The first is to improve the product configuration: Nearly one-third of the luxury cars are over-provisioned, and companies can reduce them according to customer needs. In addition, joint ventures can use domestic components to reduce costs. The second is to transform marketing strategies: Joint ventures should adopt more effective marketing methods according to the characteristics of the Chinese bus market. A bus industry insider said: “After adjusting the operating strategy, the competitiveness of the joint venture bus company will certainly increase, but only by radically changing the company's strategy and adjusting the product structure according to the needs of the Chinese bus market can a significant effect be achieved. The joint venture used to produce luxury. Passenger cars, participating in low-end market competition, face great challenges." 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